Tuesday, August 10, 2010

Here's to the after hours athlete

Good morning! This morning's post features Puma and their newest campaign Puma Social.  Puma teamed up with Droga 5 to produce this spot and they wanted to honor our inner athlete.  Besides the people who do it for a living, Puma took the time to focus their attention on an entirely new athlete and that was the after-hours athlete.  What is this you ask? Well, I'm absolutely positive you have seen them before, but the after-hours athlete refers to the late-night crowd who go to the local pub and play darts, foosball, ping pong (yes, I've seen bars with ping pong tables), or  even to people like me who play kickball every Thursday night with some competitive flip cup afterwards.  

I certainly fall right into the category of the after-hours athlete.  Probably one of the most competitive people you will ever meet, you can certainly find me challenging my friends to billiards, darts, shuffleboard, anything!  Name the game and I'll play it.  The spot's goal was to showcase the late night victories and heartbreaking defeats that many of the after hours athletes go through.  Overall, this commercial hit all the right notes.  It grabbed my attention from the start and I was able to easily relate to it because the people behind it seemed like they knew exactly who they were targeting.  

My only concern with the campaign is Puma relating themselves to the after hours segment.  It doesn't bother me all that much but towards the end of the commercial you see the guy walking home with his maybe girlfriend and attempts to throw a beer bottle (again, maybe a beer bottle) into the dumpster, but misses.  I'm sure Puma didn't mean any harm by this but with all the crazy people in today's world I'm sure someone out there is associating Puma with drunken behavior.  Then again, I could be completely wrong!  Does anyone else agree? Would love to hear you thoughts. 

 Anyways, take a moment and watch the spot below and let us know what you think!

~Until Next Time~



  1. Wow! I was prepared to hate this. The after-hours athlete! Phooey! Slackers! LOL. And I have to admit, for the first third or more of the ad, I remained skeptical. Parts of it are just too dark. The bowling alley is well-lit and clean, but most of the other scenes are almost too dark to discern the people or the venue. But then, the ad turned kinda nostalgic. It was nostalgic in a way that doesn't occur v often, that is, without hitting you on the head with the sentimental. The ad became more about camaradarie than athleticism. Or drunkenness. Or after-hours activity. It sounds yukky, but the ad felt like it was about ... bonding. The guy throwing the beer bottle was just the right touch. You know, no matter how good you are at the bowling alley or at darts, you're still a guy -- a shlub who can miss the world's biggest target who your friends still love. I laughed at the bottle-throwing.

    The pseudo-hypnotic narrative, just listing what the night is all about and what friendship is all about, is nice and contributed nicely to the nostalgic feel.

    (Did he say "cockblock"? Can you say that?)

    Where are the fat, bald, bitter men who haunt these after-hours venues? You know, the guy who is ogling the girl who is bowling with his hand down his shorts or the guy who is slouched at a corner in the bar, barely coherent, who the bartender has to call a cab for at last call? Or the guy throwing up in somebody's doorway as he stumbles to his empty home where his wife has taken everything but the plants? THAT would have closer associated Puma with alcohol. LOL

    I'm glad they stayed away from late night basketball courts and skateboarders. And the transition to after-after hours (going out for something to eat, running after that last cab) -- that was good too.

  2. Great commercial! I really enjoy the fact that PUMA is trying to honor people off the field instead of what they do on it. It sort of makes me feel important that PUMA is saying they are now targeting everyday people instead of star athletes who want to drop hundreds on just a pair of shoes.